MAM
Vicky Kaushal joins forces with G-SHOCK, the iconic watch brand from Casio
Mumbai: G-SHOCK India, the trailblazer in unbreakable watches, proudly unveils the association with celebrated actor Vicky Kaushal as its brand ambassador. This partnership unites G-SHOCK’s four-decade legacy of crafting robust and trend-setting timepieces with Vicky Kaushal’s charismatic personality and embodiment of toughness, embracing both physical endurance and mental strength.
G-SHOCK stands out globally as a lifestyle watch brand developed via Japanese cutting-edge technology whose legacy spans over four decades, during which it has established an unassailable standard for durability, innovation and iconic designs in the watchmaking realm. This remarkable journey was driven by the single-minded pursuit of shock resistance as its core ideology while bringing forth impeccable precision, innovative design, and fashionable appeal for the ever-evolving youth audiences.
With an illustrious career spanning commercial blockbusters and poignant cinema, Vicky Kaushal bridges the hearts of masses and connoisseurs alike. His unique blend of qualities—bold, confident, and fashion-forward, yet deeply empathetic with a high level of emotional intelligence—aligns seamlessly with G-SHOCK’s ethos of “Absolute Toughness”. His go-getter attitude, characterized by an unwavering commitment to high performance and the spirit of never giving up, mirrors the very essence of G-SHOCK, making him the perfect choice for G-SHOCK.
Crafted from high-quality materials such as resin and metal reinforced with advanced technologies, G-SHOCK designs provide superior shock resistance, making them ideal for a diverse set of consumers such as youth subculture-inspired individuals, fashion enthusiasts, athletes, and those with an active lifestyle. The oversized dimensions not only contribute to a bold and striking appearance but also enhance the visibility of the watch face, ensuring easy readability in various conditions.
These models often incorporate multifunctional features, including stopwatches, world-time displays, and specialized sensors, catering to the diverse needs of users. Despite their robust construction, G-SHOCK large cases are ergonomically designed for comfort, ensuring a secure and snug fit on the wrist.
Casio India managing director Hideki Imai said, “We are thrilled to welcome Vicky Kaushal to the G-SHOCK family. His tenacious spirit and bold persona resonate perfectly with G-SHOCK’s core values, making him an ideal match for our brand. G-SHOCK India is embarking on an exciting new chapter, strengthening its connection with these discerning consumers who consistently seek adventure, endurance, rugged style, and unrivalled durability in their day-to-day lives. Vicky Kaushal’s exemplary journey and accomplishment in both commercial and independent cinema synergizes with G-SHOCK’s ethos of toughness, endurance and the spirit of never giving up. Together, we look forward to a successful partnership that inspires the audience to follow their passions with undeterred enthusiasm and renewed spirit.”
G-SHOCK is globally positioned as a lifestyle-centric watch brand deeply connected with youth subcultures, symbolizing the spirit of adventure and resilience. Vicky Kaushal’s radical tough imagery and impactful performances in the Hindi Film Industry throughout his career serve as a testament to his unflinching attitude, drawing a striking parallel to the unbreakable resilience embodied by G-SHOCK.
Sharing his thoughts about the association, Vicky Kaushal said, “I’m incredibly excited to be a part of the G-SHOCK family. G-SHOCK has epitomized toughness and style for over four decades, and I deeply resonate with its core values. The brand’s commitment to pushing boundaries and its unyielding spirit align perfectly with my philosophy. As an actor, my journey revolves around pushing boundaries and venturing into uncharted territories. This partnership is a natural fit, and I look forward to embarking on this exciting journey with the brand G-SHOCK.”
This partnership between two powerhouses, Vicky Kaushal and G-SHOCK, embodies the true spirit of ‘Absolute Toughness,’ highlighting their collective persona characterized by flamboyance, boldness, and unwavering high performance.
MAM
Sleepwell unveils nationwide sleep study on World Sleep Day
79 per cent use screens before bed, 36 per cent of 18–25-year-olds sleep ≤5 hours.
MUMBAI: Sleepwell just dropped the pillow truth bomb because when India’s sleeping less and scrolling more, even the mattress wants to stage an intervention. On World Sleep Day 2026, Sleepwell released its nationwide Sleep Study, painting a stark picture of India’s escalating sleep crisis. The findings show that 79% of Indians use screens right before bed, fuelling restless nights and drowsy days. Alarmingly, 36% of young adults aged 18–25 sleep five hours or less making them the country’s most sleep-deprived group.
The study also busts the myth of “catch-up sleep”, 65% of respondents actually sleep even later on weekends, pointing to increasingly irregular patterns that spill fatigue into the working week. Mattress discomfort emerged as a frequently overlooked culprit behind late-night wake-ups and constant leak-anxiety checks.
To drive the message home, Sleepwell’s CMO Puneet Gulati appeared on Zee Business, stressing that quality sleep isn’t a luxury, it’s foundational health. He highlighted how the right mattress can transform restless nights into restorative ones.
The brand doubled down with clever late-night activations, partnering with a quick-commerce platform to serve contextual ads between 11 pm and 3 am, gently nudging bleary-eyed scrollers to consider mattress discomfort as the reason they’re still awake and pointing them to the nearest Sleepwell store. Digital influencers and creators also shared relatable stories of how poor sleep fuels impulsive late-night behaviour.
In a nation that celebrates hustle but quietly pays for it in lost rest, Sleepwell isn’t just selling mattresses, it’s selling the radical idea that sometimes the bravest thing you can do is close your eyes and actually sleep well.
